Website design

Claudia and I met to discuss the website design. I mentioned a few websites that I thought were well designed due to their minimalist approach. This clean aesthetic was something that I believed was important to the redesign.

We were confused about whether or not to change the companies logo. We identified this as a weakness, the inconsistency of the colours used, different choices that seemed uninformed. We spoke to both John and Lorraine about this, both said to air on the side of caution and to consider whether or not the company had given the logo with the brief. They had, but they had also given the pantone codes of the blue too.

Before progressing we recognised that we needed to make a decision with regards to the logo design and colour. We both thought it would be universally beneficial to stick with the original logo as a logo redesign had already taken place within the company and to also make it a consistent design decision to only use the logo in it's black vector form.

The websites we decided to look at were:

Aubin and Wills 
Editer
Topshop
Asos
Next 
River Island 


We obviously researched competitors such as Primark and Matalan, however, we wanted to move away from these, despite them reflecting the market and audiences they were not very inspiring. Especially as we wanted to move towards a different type of promotion.

The other influence was the Pearl Lowe website, the vintage appeal was something that we recognised was a USP for the Lowe range. With the research we had done we had been quite surprised with this range, with regards to both the celebrity endorsement and also the quality of the designs and publicity this gained.